Email Automations That Drive Revenue: What E-Commerce and Service Brands Need
Automated email marketing flows are one of the most underrated tools for building a brand. While organic media is a fantastic way to boost awareness, email automations allow you to connect with customers at every stage of their consumer journey, in a way that no other channel can. In fact, these automations are what tie the customer journey together. Instead of bombarding your audience with everything you offer all at once, emails guide them towards the right product or service at the right time.
In this blog, I’ll break down the must-have email automations for e-commerce and service-based businesses, and why they’re essential for engagement and conversions.
Why Email Automations Are Non-Negotiable
I read a stat recently that said automated emails are expected to generate 320% more revenue than non-automated ones in 2025!* With that being said, this is a tool you don’t want to be missing out on!
Email automations should be a staple in your marketing strategy. Once they’re set up, they’re working for you 24/7, bringing in revenue while you sleep, following up leads and making sure customers stay engaged long after their first purchase or enquiry.
Must-Have Email Automation for ECommerce Brands
Welcome series: First Impressions DO Matter
Think of a welcome email as the digital equivalent of greeting someone who walks into your shop. It’s your chance to introduce your brand, set expectations, and encourage that all-important first purchase.
I’d recommend offering a 10-15% discount in exchange for an email signup. It’s a small investment for gaining a long-term direct line of communication to potential customers, which will drive long-term revenue.
Your welcome email should clearly communicate the why behind your product. In other words, what makes it valuable, different, and worth choosing. It’s your chance to show new subscribers what sets you apart and why your brand matters to them. Including an exclusive offer or incentive can help secure that first order.
It’s also an opportunity to set the tone for your brand. If you haven’t defined this yet, now’s the time!
Example Subject Lines:
“Welcome to [Your Brand] - Here’s 15% Off Just for You”
“Let’s Get Started - Meet [Your Brand]”
Light Encouragement Purchase
Some customers will sign up for emails but won’t buy straight away. Maybe they got distracted, or maybe they’re unsure where to start.
A great way to nudge them is by showcasing your bestsellers. Too much choice can be overwhelming, so helping them narrow it down makes the decision easier. Highlight the products people love most, backed by reviews or testimonials to reinforce their value.
As I mentioned earlier, think of your emails as your digital shop assistant. At this stage, your customer needs guidance, rather than a hard-sell, to help them make the right choice, just as they would in a physical store.
Example Subject Lines:
“Need help deciding? These are our bestsellers”
“Most-loved products - what others are buying”
Abandoned Cart Recovery Flow
This is one of my favourites! Someone has previously had the intent to purchase your product but for some reason didn’t follow through.
The key to bringing them back is timing. Sending a reminder about an hour after they abandon their cart keeps your product fresh in their mind. The subject line should grab attention while staying true to your brand’s tone.
Beyond that, remind them why your product is worth it. Highlight USPs, customer reviews, or anything that sets you apart. Most importantly, make checking out seamless by including a direct link to their cart. The easier the process, the more likely they are to complete their purchase.
Example Subject Lines:
“Hey, you forgot something! Your cart is waiting”
“Still thinking it over? Here’s why customers love [Your Product]
Time sensitive
Sometimes, a gentle nudge isn’t enough, and that’s where a time-sensitive offer can make all the difference. If a customer still hasn’t purchased, a small incentive, like free shipping or an exclusive discount, can be the push they need. Adding a clear deadline creates urgency and encourages action.
A simple one-liner like "Your cart is waiting - but not for long! Complete your purchase within 24 hours and enjoy 10% off" can be the difference between an ‘almost-sale’ and a new customer.
Example Subject Lines:
“Limited Time: 10% Off If You Complete Your Order Today”
“Don't Miss Out - Complete Your Purchase Before It’s Gone!”
Post Purchase: Keep the Momentum Going
A common mistake brands make is putting all their energy into getting that first sale, then disappearing.
Your post-purchase emails should be just as intentional as your pre-sale ones. Thank them for their order (it sounds obvious, but many brands skip this step), ask for a review to build social proof and suggest complementary products based on what they’ve just bought.
This isn’t just good customer service - it’s about setting the stage for their next purchase.
Example Subject Lines:
“Your Order is on the Way - Here’s What’s Next”
“Thank You for Your Order! Here’s Something Just for You”
Re-Purchase Reminder
This one depends on what you sell, but if your product needs replenishing, whether it’s skincare, supplements, or anything consumable, automated reminders are a no-brainer. Timing is everything. If your product typically lasts a month, schedule the email just before they’re likely to run out, making reordering as easy as possible.
A simple prompt like “Running low? Stock up now and never miss a day of your routine” keeps your product and brand at top of their mind.
Example Subject Lines:
“A Quick Reminder - It’s Time to Restock!"
“Need a Top-Up? Your Next Order is Just a Click Away!”
Loyalty: Build Long-Term Relationships
Loyalty programs work because people love feeling valued. A birthday or membership anniversary email with a special offer makes customers feel appreciated and encourages repeat purchases.
Example Subject Lines:
“A Gift for You: 15% Off for Your Birthday”
“Thanks for Being Part of [Your Brand]! Here’s Your Exclusive Offer!”
Must-Have Email Automations for Service-Based Businesses
With a service-based business, it’s even more important to communicate the value of what you’re selling. People aren’t just buying a product, they’re buying a result, whether that’s saving time or solving a specific problem. Your email automations needs to reinforce this result throughout your campaigns.
Welcome Series
Just like in e-commerce, a welcome email should introduce your brand and explain why your service matters. Keep it short and to the point, making sure to highlight the biggest benefits of working with you. As always, backing it up with testimonials or case studies builds trust from the outset and gives new leads confidence in your service.
Example Subject Lines:
"Welcome to [Business Name] - Here’s How We Can Help"
"Let’s Get Started! What to Expect from [Business Name]"
Lead Nurturing Sequence
Service-based businesses often require more consideration before a customer commits, which is why a lead nurture sequence is so important. These emails should walk potential clients through your process, giving them a clear picture of what working with you looks like.
For example, if you run a gym, your lead nurture sequence could include a breakdown of membership options, a virtual tour of the facilities, and a success story from a member who has achieved great results. There’s also a lot of value in an FAQ section that can address common concerns, such as contract flexibility or class schedules, and remove any hesitation. The goal is to make the decision easier by giving them the right information at the right time.
Example Subject Lines:
"How Does [Your Service] Work? Let’s Break It Down"
"Thinking About Joining? Here’s What You Need to Know"
Appointment Reminds & Follow-Ups: Reduce No-Shows and Drive Loyalty
If your business involves consultations, meetings, or bookings, automated reminders are a must. No-shows mean lost revenue, and a simple email or text reminder can significantly reduce them.
Beyond reminders, follow-ups are just as important. Checking in after a consultation keeps the conversation going, opening the door for referrals, repeat business, or upsells. Remember, a well-timed follow-up can turn a one-time client into a long-term customer.
Example Subject Lines:
“Reminder: Your Appointment with [Business Name] is Coming Up!"
“Thanks for Visiting! We’d Love Your Feedback"
Re-engagement Emails: Don’t Let Leads Go Cold
Not every potential client will take action away. Some need more time, while others simply forget. A well-timed re-engagement email can bring them back into your funnel.
Sometimes, all it takes is a simple reminder that you’re still there to help. A message like "We haven’t heard from you in a while! If you’re still interested in [Your Service], let’s schedule a quick call" can be the nudge they need.
Additionally, offering an exclusive incentive (such as a free consultation or a discount on their first session) can also encourage those on the fence to finally commit.
Example Subject Lines:
"Still Interested? Let’s Get You Booked In!"
"We Haven’t Heard from You - Let’s Chat!"
Closing Thoughts: Why You Need Email Automations In Your Business
Whether you run an e-commerce brand or a service-based business, email automations aren’t just a nice-to-have - they’re essential. They save time, increase conversions, and keep your audience engaged at every stage of their journey.
Source: https://www.sixthcitymarketing.com